At Creative Y&R, our philosophy was spelt out fifty years ago by founder Raymond Rubicam in just three words:

RESIST THE USUAL

This is not, nor ever has been, a call to champion creativity for creativity’s sake.
Rather a call to avoid the predictable at every stage of the advertising process because, frankly, to do otherwise is commercial suicide.

Research shows that the average consumer is exposed to over 1500 commercial messages a day and remembers two or three at best. You were exposed to close to ten thousand ads last week. And you remember how many exactly? Precisely.